Change is in the air. From e-mail marketing to postal regulations, from interactive technology to how people respond, from Caples to the creative community. No matter what we do, it is impossible to stop change. And we shouldn't try to stop it — instead, we must embrace it and, as direct marketers, figure out how to use it. At Caples, we've changed too. With our partnership with DMNews and Haymarket Media, Caples is ushering in Caples 2.0.

The work within this book began with an idea. That concept was then brought to life through conversation, testing and hard work from the creative professionals listed as winners. Tonight is about pausing to honor that original brilliance. It's also about celebrating the process of collaboration and sheer dedication that it takes to see big ideas take shape. DMNews and our parent company Haymarket Media are honored to be taking part in this important celebration of creative.

AIM Proximity's Love Conspiracy campaign, created for The Warehouse Limited, tops the awards this year due to its ability to engage buyers over a period of time and provide them with an unforgettable, extremely relevant experience.

For a traditional print directory business like the New Zealand Yellow Pages, the iPhone might be the last thing that you want your customers to think about. However, Yellow sought to bridge the gap between the public perception of its brand and its ability to be the go-to online source people could use for any and all needs.

The Irving Wunderman Award, named after the inspirational copywriter and agency founder, is always presented to someone with more than a decade of experience, and who has developed his or her talent, imagination, curiosity and passion into a creative body of work deserving of the highest recognition.

The Andi Emerson Award, named for the Caples' founder, is presented each year to an individual who has contributed outstanding service to the direct marketing community. This year's winner, Rory Sutherland, vice chairman of Ogilvy UK, has a long-standing passion for the creative side of the industry and leaves a very distinct footprint on direct marketing thanks to his personality and insight.

For the inaugural Caples Student Cam­paign of the Year competition, students were asked to create a direct marketing campaign using at least two different media — one of which had to be direct mail — to build awareness and increase purchases of Pentel's Recycology line of products within the college-aged demo­graphic. This year's winning team was Daniel McCoy and Erica Swallow (pic­tured above), both students at New York University's Stern School of Business.

Three or more elements in a minimum of three different media, all developed from the same brief/strategy/objective and all driving to the same call-to-action. Every element must include a reply mechanism.

Three or more digital elements that drive to a specific web site or microsite. Every element must be digitally based and provide a measurable response mechanism.

Any material, in any media, designed to promote or sell the services of an advertising agency. Must include a reply mechanism.

Any mail effort that includes premiums or other three-dimensional components mailed in a tube, carton or other non-standard carrier. Must solicit a measurable action. Cost-per-piece is determined by a rollout budget that includes all in-the-mail costs except postage, delivery, creative development, and agency fees. Costs for paper, printing, list rental, merge/purge, computer processing, and letter shop are included.

Any mail effort that includes premiums or other three-dimensional components mailed in a tube, carton or other non-standard carrier. Must solicit a measurable action. Cost-per-piece is determined by a rollout budget that includes all in-the-mail costs except postage, delivery, creative development, and agency fees. Costs for paper, printing, list rental, merge/purge, computer processing, and letter shop are included.

Any mail effort targeting an existing customer file for the purpose of enhancing customer loyalty. Includes thank you gifts, service announcements or communication of customer benefits, in exchange for which the customer need take no action.

Letters, self-mailers, and/or packages, soliciting a measurable action. Must include a reply mechanism. Does not require special postage, boxes or padded envelopes for delivery.

Any solicitation intended for a target but which is not delivered via mail. May include take-ones, door hangers, handouts, posters, P.O.P, etc. Must include a reply mechanism.

Display or classified advertisements soliciting a measurable action in magazines or newspapers, including preprints or freestanding inserts. Must include an address, URL, trackable coupon, or toll-free number as a reply mechanism.

An individual Web page or cluster of pages which are meant to function as an auxiliary supplement to a primary Web site. May be used to enhance a specific marketing effort. The microsite's main landing page most likely has its own URL. Every entry must include a call to respond interactively via an online service or network, or by mail or telephone.

Any legally placed message on a site or search engine including banner ads, search and Web videos. Must include a measurable call to respond interactively via an online service or network, or by mail or telephone. Banner ads will be judged based on overall conceptual strength, including copy and design, plus original and appropriate use of technology, if employed.

Any email messages soliciting a measurable action. Entries will be judged on overall conceptual strength, including subject line, body copy, design, plus original and appropriate use of technology, if employed.

The main home of a marketer or campaign. Must include a benefit requiring interaction with the site or a solicitation for another measurable action. Every entry must include a call to respond interactively via an online service or network, or by mail or telephone. Web sites will be judged based on overall conceptual strength, including copy, design, information architecture, plus original and appropriate use of technology.

Any effort that utilizes street teams, pop up stores, sidewalk art, and other non-traditional media found in the real world where consumers are forced to interact with it. Must include a response mechanism or call-to-action.

Any direct response TV commercial or infomercial soliciting an inquiry, donation or order. Must include a postal address, URL, or toll-free number as reply mechanism.

Digital commercial message with direct response component delivered through portable device such as mobile phone, PDA, PSP, tablet, GPS systems, MP3 and iPod players. Can include SMS programs with or without digital signage, audio and video podcasts, mobile gaming, couponing, QR (Quick Response) codes and more. Must solicit a measurable action with an effective call to respond interactively via online service or network, or by mail or telephone.

Any billboards, transit signage, multi-sheet posters, bus shelters, phone kiosks, mobile panels, wallscapes, etc. Must include a reply mechanism.

No call to action required. Any effort targeting an existing customer file for the purpose of enhancing customer loyalty. Includes thank you gifts, service announcements or communication of customer benefits, in exchange for which the customer need take no action.